This marketing tactics section lays out the distribution plan for the product or service. Distribution is a broad concept that includes all activities and entities (e.g., value chain partners) responsible for getting the product or service to the customer. Distribution costs can represent a high portion of the overall cost of the product so an efficient distribution system may be critical for marketing success. (Length: 1-3 pages)
- Brief summary of current distribution network/value chain decisions:
- Types of channels used
- direct – e.g., direct via sales force, Internet, etc.
- indirect – e.g., retailers, wholesalers, agents
- combination
- Level of market coverage
- intensive – e.g., mass availability
- selective – e.g., wide availability
- exclusive – e.g., restricted availability
- Outlets handling product
- types
- number/level of penetration
- geographic location
- Perceived product positioning
- in relation to competitors
- Distribution costs
- Types of channels used
- Identify planned changes:
- Summarize changes
- Justify changes:
- Due to results
- Due to research
- Due to competition
- Others
- Describe planned changes:
- Objectives
- e.g., account development, gain distributor support, account maintenance, account penetration
- Types of channels employed
- Level of market coverage
- Outlets handling product
- Product positioning
- Distribution costs
- Objectives
